凯美灯饰B2C电商平台产品营销策略研究

发布时间：2018-10-08 18:20

【摘要】：论文以凯美灯饰为现实案例,通过对国内灯饰企业B2C电商平台的分析,主要研究了三个方面的内容:一是灯饰企业电商平台进行网络营销的可行性,二是灯饰零售品牌电商B2C的渠道定位,三是凯美灯饰B2C电商平台的营销及实施策略。通过这三个方面的论述,探讨了灯饰企业如何应用电商平台进行营销,及相应的营销战略、电商平台定位和各种营销组合。本论文第一部分与第二部分分别阐述了B2C电商平台营销策略研究的背景是电商平台的飞速发展对应企业在此环境下仅利用线下经营销售而出现的市场占有率和销量整体下滑的情况,以及针对企业目前情况要达到的营销目的所必须运用到的相关营销理论报告基本的SWOT分析理论和制定营销策略的4P理论,为本次研究提供理论支撑。第三部分介绍了凯美灯饰及其他相关外灯饰照明企业在B2C电商平台的营销策略现状,通过这部分的分析了解到企业虽然具有较强的实力,但在B2C电商平台产品营销的缺失已经使企业在经营销售过程中出现了劣势,并随时会迎来激烈竞争的局面。第四部分着重分析凯美公司灯饰产品通过电商平台进行B2C营销推广可能遇到的问题,并针对这些问题的解决来确定凯美灯饰B2C如何通过电商平台进行市场细分、目标市场选定、市场定位,即STP战略。第五部分对凯美灯饰的产品策略、定价策略、销售渠道策略、促销组合策略等进行详细分析,并通过这些步骤,为企业指明未来的营销方向主要应该集中于品牌建设的方面,而且应该将品牌资产的建立立足于B2C电商平台这一网络渠道,将企业的品牌影响力辐射到全国,尤其是即将成长起来的二、三线城市。本论文通过对凯美灯饰电商平台产品营销战略和策略的分析,其结论一方面使凯美更明确B2C电商发展方向,另一方面将对灯饰乃至建材行业的营销策略提供借鉴。
[Abstract]:Based on the analysis of domestic lighting enterprise B2C e-commerce platform, this paper mainly studies three aspects: first, the feasibility of online marketing of lighting enterprise e-commerce platform. The second is the channel orientation of B2C, and the third is the marketing and implementation strategy of Camry Lighting B2C platform. Through the discussion of these three aspects, this paper discusses how to use the electronic commerce platform to carry on the marketing, and the corresponding marketing strategy, the location of the electronic commerce platform and the various marketing combinations. The first part and the second part of this thesis respectively elaborated the B2C e-commerce platform marketing strategy research background is the rapid development of the e-commerce platform corresponding enterprises in this environment only use the offline operation and sales market share and sales. The overall decline in volume, And the basic SWOT analysis theory and the 4p theory of marketing strategy, which must be applied to the marketing purpose of the enterprise at present, provide the theoretical support for this research. The third part introduces the current situation of the marketing strategy of Camry Lighting and other related external lighting enterprises in B2C e-commerce platform. Through the analysis of this part, we know that the enterprise has a strong strength. However, the lack of product marketing in B2C e-commerce platform has made the enterprises have a disadvantage in the process of operation and sales, and will usher in fierce competition at any time. The fourth part focuses on the analysis of the problems that may be encountered in the B2C marketing promotion of the lighting products of Camry Company through the e-commerce platform, and to solve these problems to determine how to segment the market and select the target market through the e-commerce platform. Market positioning, that is, STP strategy. The fifth part makes a detailed analysis of the product strategy, pricing strategy, sales channel strategy, sales promotion combination strategy and so on. Through these steps, it points out that the future marketing direction of the enterprise should mainly focus on the aspects of brand building. Moreover, the establishment of brand equity should be based on the B2C e-commerce platform as a network channel, and the brand influence of enterprises should be radiated to the whole country, especially the second and third tier cities that will soon grow up. Based on the analysis of the product marketing strategy and strategy of Cammett Lighting platform, this paper draws a conclusion that on the one hand, it will make the direction of B2C e-commerce more clear, on the other hand, it will provide reference to the marketing strategy of lighting and even building materials industry.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.8;F724.6

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